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How to position your brand in a noisy market

───   10:03 Fri, 06 Aug 2021

How to position your brand in a noisy market | News Article

Getting your brand to stand out in this day and age has become more difficult than ever. The market is flooded with different brand messages across different platforms such as TV, print, radio, and social media,

and consumers are overwhelmed with options. It does not matter what platform brands use to advertise, what is important is the marketing strategy. This begs the question – how can brands effectively share their marketing message to consumers among all the noise? How can you break through the clutter with a strong message that does not land on deaf ears? This can be achieved by going back to basics and crafting a compelling brand positioning statement.

You need to understand your brand purpose and who needs your services in the market so that you can understand your unique selling proposition. This may sound like a lot, but it is merely putting yourself in your target audience’s shoes and learning what motivates their buying decisions. This will help unpack what the clients’ needs are, confirm if your product solves that problem, and explore what makes your business unique.  

The first step is to create a compelling customer problem statement. Why is this important, you may ask? A customer problem statement will assist you in understanding what your purpose as a business is, what your customers’ needs are, and what customer problem you need to solve. Let us add context to the above by sharing OFM’s customer problem statement. This statement has to be written from the customer's perspective to identify what client problem your product or service will solve. Depending on your product or service, your business can have multiple statements. This statement should highlight what the client wants, why they can not get it, and how that issue makes them feel. The best marketing messages or campaigns always evoke an emotion – this assures your target audience that you know what they want. 

OFM client problem statement

I am a listener in need of companionship, good music, and news about my community, but I have too many options because of all the different media platforms, which makes me feel lost and overwhelmed. 

I am a business owner/brand trying to attract customers to my business but I am unable to access these people because I don’t have a strong advertising strategy, which frustrates me. 

Now that the client problem has been identified, a marketing message must be created from this, which shows what your brand/business can do for your targeted audience. This is how to construct a compelling marketing message from the client problem statement. 

- OFM, your favorite radio station with the latest news, entertainment, and best music in Central South Africa. Available in FM and on live stream for your convenience. 

- We will help you reach the desired target audience for your product/services by creating a customised radio advertising campaign, which will ensure you attract traffic to your business. 

There is absolutely no ambiguity in these marketing messages. For a business, which needs traffic to their business, they know that OFM is the radio station that can help tell people about their products or services. Listeners also consider OFM their go-to station for local content and entertainment. This statement can further be applied to advertising campaigns, messages, and designs. 

Breaking through the clutter is thus achieved by good brand positioning. Position your brand/business as a solution for your customers’ needs. Tap into their emotions, know what is important to them, and communicate how your products fit in.

ENDS 

For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or lindiwe@ofm.co.za. 


Hoe jy jou handelsmerk in 'n oorvol, raserige mark kan posisioneer

Dit is moeiliker as ooit om jou handelsmerk te laat uitstaan in hierdie tyd. Die mark word oorweldig met verskillende handelsmerkboodskappe op verskillende platforms, soos TV, gedrukte media, radio en sosiale media, en verbruikers is oorversadig met al die verskillende opsies beskikbaar. Dit maak nie saak watter platform handelsmerke gebruik om te adverteer nie, die bemarkingstrategie is belangrik. Dit laat die vraag ontstaan – hoe kan handelsmerke hul bemarkingsboodskap effektief met verbruikers deel ten midde van al die geraas? Hoe kan jy deur die warboel boodskappe breek met 'n sterk boodskap wat nie op dowe ore val nie? Jy kan dit bereik deur terug te gaan na die basiese beginsels en 'n oortuigende handelsmerkposisieverklaring op te stel.

Jy moet jou handelsmerkdoelwit verstaan en wie jou dienste in die mark benodig, sodat jy jou unieke verkoopsvoorstel kan verstaan. Dit klink dalk na baie, maar dit betekenis om jouself in jou teikengehoor se skoene te plaas en te leer wat hul koopbesluite motiveer. Dit sal help om die behoeftes van die kliënt uit te pak, te bevestig of jou produk die probleem oplos, en om ondersoek in te stel na wat jou besigheid uniek maak.

Die eerste stap is om 'n oortuigende kliënteprobleemstelling op te stel. Jy mag vra waarom dit belangrik is? 'n Kliënteprobleemstelling sal jou help om te verstaan wat jou doel as ‘n onderneming is, wat jou kliënte se behoeftes is, en watter klanteprobleem jy moet oplos. Laat ons konteks voeg by die bostaande deur OFM se kliënteprobleemstelling te deel. Hierdie verklaring moet vanuit die kliënte se perspektief geskryf word om te identifiseer watter kliënteprobleem jou produk of diens sal oplos. Afhangende van jou produk of diens kan jou onderneming verskeie verklaringe hê. Die verklaring moet beklemtoon wat die kliënt wil hê, waarom hulle dit nie kan kry nie, en hoe die probleem hulle laat voel. Die beste bemarkingsboodskappe of -veldtogte wek altyd 'n emosie – dit sê vir jou teikengehoor dat jy weet wat hulle wil hê.

OFM kliënt probleem verklaring

Ek is ‘n luisteraar wat geselskap nodig het, en goeie musiek en nuus oor my gemeenskap, maar ek het te veel opsies as gevolg van al die verskillende mediaplatforms, wat my verlore en oorweldig laat voel.

Ek is 'n sake-eienaar/handelsmerk wat probeer om kliënte na my besigheid te trek, maar ek het nie toegang tot hierdie mense nie, want ek het nie 'n sterk advertensiestrategie nie, wat my frustreer.

Noudat die kliënteprobleem geïdentifiseer is, moet 'n bemarkingsboodskap hieruit geskep word, wat wys wat jou handelsmerk/onderneming vir jou teikengehoor kan doen. Dít is hoe jy 'n oortuigende bemarkingsboodskap kan bou uit die probleem van die kliënt.

- OFM, jou gunsteling radiostasie met die jongste nuus en vermaak en die beste musiek in Sentraal Suid-Afrika. Beskikbaar op FM en op “live stream” vir jou gemak.

- Ons sal jou help om die gewenste teikengehoor vir jou produk/dienste te bereik deur 'n aangepaste radio-advertensieveldtog te skep, wat verseker dat jy kliënte na jou besigheid sal aantrek.

Daar is geen onduidelikheid in hierdie bemarkingsboodskappe nie. Vir 'n onderneming wat verkeer na hul besigheid wil trek, is OFM die radiostasie wat hulle kan help om hulle produkte of dienste aan kliënte bloot te stel. Luisteraars beskou OFM ook as hul nommer een stasie vir plaaslike inhoud en vermaak. Hierdie stelling kan verder toegepas word op advertensieveldtogte, -boodskappe en -ontwerpe.

As mens deur die chaos breek, word die goeie posisionering van ‘n handelsmerk bereik. Beskou jou handelsmerk/besigheid as 'n oplossing vir die behoeftes van jou kliënte. Maak gebruik van hul emosies, weet wat vir hulle belangrik is, en kommunikeer hoe jou produkte daarby inpas.

EINDE

Vir meer besonderhede, tree in verbinding met Lindiwe Mtwentula by 051 5050 900, 082 416 1665, of lindiwe@ofm.co.za.

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